Effortless Luxury Lands on Brunswick Street: Grace Loves Lace Opens in New Farm

For more than a decade, brides seeking an alternative to stiff boning, weighty petticoats, and rigid convention looked south down the Pacific Motorway to the Gold Coast. Now, Australian bridal label Grace Loves Lace has planted permanent roots in Brisbane, quietly opening the doors to its first boutique in the city on Brunswick Street in New Farm on 29 October.

The opening marks the brand’s 24th boutique globally—joining outposts across Australia, the United States, Canada, and the United Kingdom—yet for Founder and Creative Director Megan Ziems, it represents an overdue homecoming. While the label’s design studio and global headquarters remain grounded in Burleigh Heads, the New Farm address arrives as an intimate, full-circle milestone just an hour up the road.

"17 years ago, I had a humble dream," Ziems reflects. "To create wedding dresses that were comfortable, luxurious and unique. Dresses that felt as beautiful to wear as they looked. I spent those first few years between my home office and our little studio, where we handmade every single order. I met every bride myself, initially from the spare room of my home. Those years have never left me."

Ziems first challenged the bridal sector by rejecting the notion that brides must compromise comfort for ceremony. Guided by a design philosophy termed "luxury you can dance in", the label built an international reputation on signature French and stretch laces, sculptural silhouettes, and corsetry cut for movement. Today regarded as one of Australia’s most awarded bridal brands, Grace Loves Lace retains that initial ethos: wedding wear that moves effortlessly with the wearer.

"I think there’s sometimes an assumption that as a brand grows, the Founder becomes less involved," Ziems says. "My love for what we do, who we do it for, and how we do it is stronger today than it was when I first started. So, it’s not lost on me that as we celebrate our 17th year, we’re opening our newest boutique in Brisbane, just an hour from where it all began. Of all the places in the world we’ve been lucky enough to call home, there’s something pretty wonderful about opening another door so close to our own. A bit of a full-circle moment, really."

Set inside 561 Brunswick Street, the interior departs from sterile, high-pressure showroom templates. Instead, the space houses three private styling suites bathed in warm lighting and soft ivory tones, intended to foster an unhurried, grounded atmosphere.

The boutique operates on complimentary, one-hour, one-on-one styling appointments, allowing brides to work alongside a stylist to explore silhouettes and accessories away from the noise of digital scroll fatigue.

"We’ve poured so much love and thought into this space," adds Ziems. "We wanted it to feel warm, welcoming, beautiful and relaxed. Somewhere you can come as you are, feel completely at ease, and enjoy the moment that is all for you. Brisbane—this one feels extra special."

Positioned mere minutes from Howard Smith Wharves and James Street, the boutique sits naturally alongside New Farm’s cafe culture and leafy streetscapes. For visitors arriving by car, dedicated parking is tucked behind the pink building via Kent Street, alongside street parking options and direct access via the nearby ferry terminal and local bus links.

Grace Loves Lace Brisbane
561 Brunswick Street, New Farm
Boutique appointments are complimentary and can be booked online via graceloveslace.com.au.